# David Nyurenberg > SVP, Digital at InterMedia Advertising. Media buyer and writer arguing that streaming TV (CTV) should be bought like television: by the show, for the household, with incentives in plain sight, and with AI agents that make operators sharper. His team won the 2026 AdExchanger Award for Most Innovative Use of CTV Technology. Previously led video product development and innovation at Rain the Growth Agency, founded the consultancy Valor Digital, and began on the publisher side at Gameloft. Writes for AdExchanger. Contact: https://www.linkedin.com/in/david-nyurenberg-1b56578b/ ## Arguments - [Buy streaming by the show.](https://david-nyurenberg.com/ideas/show-level-transparency/): You cannot optimize, protect a brand or price fairly what you are not allowed to see, and CTV still hides the one thing linear TV always showed: the program. - [Stop measuring TV like search.](https://david-nyurenberg.com/ideas/tv-is-not-search/): Television builds memory over weeks; judging it on attribution windows designed for intent capture makes a working channel look broken. - [Follow the incentives.](https://david-nyurenberg.com/ideas/incentives/): Programmatic’s waste, fraud and opacity persist because the supply chain is paid to tolerate them, not because the technology is missing. - [Agents change what expertise means.](https://david-nyurenberg.com/ideas/agentic-buying/): AI agents earn their place by shortening the distance between insight and action, with a human making the call. That takes operators, not demos. ## Work with outcomes - [Laundry Sauce: show-level CPA, optimized live](https://www.adexchanger.com/tv/ctv-buyers-are-getting-the-show-level-performance-optimization-theyve-always-wanted/) (InterMedia Advertising, 2026): In a closed beta on an open-auction CTV campaign for the detergent brand, a privacy-safe content-ID framework with Peer39 and Pontiac Intelligence reported results by show. Fed back into the live campaign, AdExchanger reported: 94% impressions with show-level reporting; +64% add-to-cart conversions; 2.5× page-view-to-cart rate on optimized impressions. - [Agentic buying in production](https://www.adexchanger.com/ctv-roundup/how-does-agentic-buying-work-in-ctv/) (InterMedia Advertising, 2026): CTV reporting from Vibe flows into Claude; Olyzon carries decisions out to DSPs and SSPs across channels, with a human approving every change. - [Back doors to show-level data](https://www.adexchanger.com/tv/how-this-indie-agency-is-finding-back-doors-to-get-show-level-data-on-ctv/) (Rain the Growth Agency, 2025): Rain built a custom algorithm with Chalice to find and bid on specific streaming content when publishers would not share show-level data. - 2026 AdExchanger Award winner, Most Innovative Use of CTV Technology (InterMedia Advertising): The first privacy-safe framework for show-level buying and optimization in programmatic CTV. Source: https://www.adexchanger.com/go/awards-2026/ - 2026 AdExchanger Award winner, Best Use of Data by an Agency (InterMedia Advertising): Closing the Loop, with CarShield, NBC, Paramount and Tubi. Source: https://www.adexchanger.com/go/awards-2026/ ## Authored writing - [Three Advertising Industry Myths The Market Has Already Debunked](https://www.adexchanger.com/data-driven-thinking/three-advertising-industry-myths-the-market-has-already-debunked/) (AdExchanger, 2026-07-28) - [TV Was Never Built to Behave Like Meta](https://www.signalandnoise.ai/post/tv-was-never-built-to-behave-like-meta) (Signal & Noise, 2026-05-17) - [The Privacy ‘Zealots’ Were Right: Ad Tech’s Infrastructure Was Always A Risk](https://www.adexchanger.com/data-driven-thinking/the-privacy-zealots-were-right-ad-techs-infrastructure-was-always-a-risk/) (AdExchanger, 2026-03-09) - [CTV Is Less Transparent Than YouTube. That Should Alarm Everyone](https://www.adexchanger.com/data-driven-thinking/ctv-is-less-transparent-than-youtube-that-should-alarm-everyone/) (AdExchanger, 2025-12-01) - [CTV Is Not A One-To-One Channel, So Stop Buying It Like One](https://www.adexchanger.com/on-tv-and-video/ctv-is-not-a-one-to-one-channel-so-stop-buying-it-like-one/) (AdExchanger, 2025-07-09) - [The Race To The Bottom Is Over. Advertisers Care About Quality Again](https://www.adexchanger.com/data-driven-thinking/the-race-to-the-bottom-is-over-advertisers-care-about-quality-again/) (AdExchanger, 2024-11-20) - [Are All Media Incentive Programs Bad?](https://www.rainagency.com/insights-updates/are-all-media-incentive-programs-bad/) (Rain the Growth Agency, 2024-11-13) - [The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising](https://www.adexchanger.com/marketers/the-golden-calf-of-addressability-reevaluating-the-foundations-of-digital-advertising-2/) (AdExchanger, 2024-07-10) - [Case Study: Leveraging Metadata Optimization in Connected TV Advertising](https://www.rainagency.com/insights-updates/case-study-leveraging-metadata-optimization-in-connected-tv-advertising/) (Rain the Growth Agency, 2024-05-14) - [Embracing the Untapped Potential of News in Digital Video](https://www.rainagency.com/insights-updates/embracing-the-untapped-potential-of-news-in-digital-video/) (Rain the Growth Agency, 2024-04-02) - [Case Study: Revolutionizing CTV with Custom AI Algorithms](https://www.rainagency.com/insights-updates/case-study-revolutionizing-ctv-with-custom-ai-algorithms/) (Rain the Growth Agency, 2024-02-13) - [Fighting & Winning the Battle Against Made for Advertising Sites](https://www.rainagency.com/insights-updates/fighting-winning-the-battle-against-made-for-advertising-sites/) (Rain the Growth Agency, 2023-10-10) - [The Digital Marketer’s Manifesto: Why Our Industry Must Embrace Disruption to Survive](https://www.govalordigital.net/blog/the-digital-marketers-manifesto-why-our-industry-must-embrace-disruption-to-survive) (Valor Digital, 2020-08-10) - [The Future of Ad Tech](https://www.govalordigital.net/blog/i6p7niyivbrhtj2o1mzklczd61etzs) (Valor Digital, 2020-07-16) - [Quick Wins for the Savvy Marketer in You](https://www.govalordigital.net/blog/quick-wins-for-the-savvy-marketer-in-you) (Valor Digital, 2020-05-05) ## Optional - [Full text of all four arguments and the complete press archive](https://david-nyurenberg.com/llms-full.txt) - [Searchable archive of all 68 publications, interviews, podcasts and talks](https://david-nyurenberg.com/archive/)